Contract Magazine - January 2020 - 105

PHOTOGRAPHY: SHAO FENG

The single-level shop is
located on the ground floor
of Shin Kong Place, a luxury
shopping mall, and can be
seen from the street, adding
an urban aspect to the project
(opposite, top). Inside,
lighting plays an integral
role in the design (opposite,
bottom). The rich material
palette includes gray
terrazzo (below).

Established in 2013, SND is upending traditional shopping with its new flagship
store, which opened last March in Chongqing, China, living up to the retailer's
name-an acronym for Selection of Nonconformist Design. "The idea was to separate
its avant-garde fashion pieces from the mundane by displaying them as artwork,"
says Qianyi Lin, cofounder of Various Associates, the Shenzhen-based architecture
and interior design firm tasked with elevating the brand's retail experience.
Since its launch in 2017, the 10-person team at Various Associates has focused
on enhancing spaces and developing material details using a bespoke approach,
giving each project in its portfolio-which includes high-end boutique hotels,
restaurants, workspaces, and galleries-a unique expression. They set out
to do just that for SND, developing a symmetrical yet flexible space.
A mix of haute couture menswear and womenswear-including clothing
and jewelry brands with cultlike followings such as Ambush, Y/Project, Martine
Rose, and Samuel Guì Yang-is carefully and sparingly displayed within the
3,100-square-foot, single-level shop, located on the ground floor of luxury shopping
mall Shin Kong Place. The store features two mall entry points, one for those
arriving to browse and shop, and another for those participating in events, which
the shop hosts regularly. Various Associates also maximized the window display
to produce an expansive, double-height panorama visible from the street,
adding an urban aspect to the project.
Despite its rich material palette, the rectangular shop has a minimal,
churchlike feel. The layout is pure and simple, taking advantage of the long, narrow
property, with a symbolic element placed at the center. That element, a long,
enclosed structure with sloping walls at its ends, acts as a sacred temple, where
the most expensive items are displayed.
The goal of the space, according to the architects, was to inspire a
sense of awe. Light gray terrazzo sets the tone throughout the store and serves
as a neutral backdrop, but within the enclosed area, dressing room walls and other
surfaces are covered in a sort of fur, lending a different personality. "We chose
a plush material to neutralize the sense of ritual and make people feel friendly
and comfortable," Lin says. Mirrored surfaces offer yet another sensation. "The use
of mirrors within the circulation spaces enables people to have more interactions
with the space while walking around; it gives it a more fun and futuristic feel."
Signature curved elements like the reception desk are carved from a dark, porous
volcanic stone, contrasting with the smoothness of the terrazzo.
Throughout the store, lighting plays an integral role in the design. Discreet
spots highlight certain pieces, while in other areas diffuse overhead light illuminates
broad swaths. The clothes swing freely on the hangers along suspended rails,
forming dangling shadows under linear light fixtures.
The SND concept provides an environment where customers can explore
the relation between body and space, while simultaneously offering a distinct
retail landscape that challenges conventional thinking around the design
of brand stores. -BEATRICE SPINOZA
P RO J E C T C R E DI TS

Client SND
Architect Dongzi Yang, Various Associates
Interior designers Dongzi Yang, Qianyi Lin,
and Jingjing Tang, Various Associates
Lighting Viabizzuno
S E L E C T E D S OU RC E S

Paint Dulux
Hard flooring Custom
Track lighting Viabizzuno
Task lighting Viabizzuno
Architectural glass/glazing Custom

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Contract Magazine - January 2020

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